strategic planning & the importance of consumer insights
TRANSCRIPT
and the Importance of consumer insights
Planning
Presented by Karen Saba
What do you think planners do?
Agency Structure
Picture Credit GriffinFarley http://www.slideshare.net/griffinfarley/strategic-planning-in-advertising-2002276
One half creative and the other business
Planners are2 people in 1!
Picture Credit CutenessAreej http://www.flickr.com/photos/cutenessareej
We are atthe crossroads of:
Societal Trends
Cons
umer
Kno
wle
dge
Brand Strategy
A research expert
A strategic creative mind
A creative gatekeeper
A trend analyst
A brand guardian
Our Key RolesIn the Agency
Creative Planners
The Anthropologists
The Critical Thinkers
The Observational Planners
By the Numbers Planners
The Jack of all TradesDiffe
rent
type
s of
plan
ners
Credit: http://www.accountplanningblog.com/2012/02/6-types-of-account-planners.html
AT THE COREOF EVERYTHING
WE DO IS …
THEINSIGHT
“At the heart of an effective creative philosophy is the
belief that nothing is so powerful as an insight into
human nature, what compulsions drive a man,
what instincts dominate his action, even though
his language so often camouflages what really
motivates him.”
BILL BERNBACH
A fundamental truth about human emotions /
behaviour, which can be leveraged to build a
brand
What is an Insight?
People don't want quarter-inch drills.
They want quarter inch holes.“ “
A CONSUMER INSIGHT
IS NOT
Mothers are tired after a long day of taking care of the babyAN OBSERVATION
80% of mothers buy baby care products from the pharmacyA STATISTIC
Observationsrecord what people do or say
Insightsanswer the question ‘Why?’
A good InsightHas a clear tension in itIs an unmet needIs explanatory and not descriptiveIs not what a consumer does but what drives them to do itCreates a reason for the brand to play a role in your lifeAnswers the question “Why?” not “What?”
INSIGHT
OBSERVATIONWomen are looking for healthier snacking alternatives
These are women who love to snack
but every time they indulge in
something they love, they feel guilty about it
The average first time mom in KSA is 21
Women are twice as more likely to consume healthy food as men are
A woman’s skin is a reflection of how she feels inside and out, when her skin feels good, she feels more social and outgoing
Women shop more than men
80% of the UAE population are Expats
Find the
insight
The average first time mom in KSA is 21
Women are twice as more likely to consume healthy food as men are
A woman’s skin is a reflection of how she feels inside and out, when her skin feels good, she feels more social and outgoing
Women shop more than men
80% of the UAE population are Expats
Find the
insight
Different types of
insightsBR
AND
PRO
DUCT
CULT
URA
LCO
NSU
MER
…and then some
The unique 'ritual' of preparing (119.5 seconds) and serving Guinness
means drinkers have to wait with a growing sense of anticipation for the perfect pint. This anticipation and its
attendant emotions of suspense magnifies the reward of the first sip.
Brand Insight - Guinness
A mother, or grandmother will always see her children just as that, children. Especially when it comes to food, she wants to make sure they are well fed and healthy. It’s also another way for
her to show her love.
Cultural Insight - Taanayel
With a great confident smile and nice, clean teeth you can get away with a lot
more than you normally would.
Product Insight - Crest
A mother wants reassurance that she is
caring for her baby and is looked upon by others in
the best possible way.
Consumer Insight – J&J
Why is a great insight like a
refrigerator?
Because the moment you look into it, a light comes on.
Brand Positioning
Consumer Insight
But where does the brand fit in?It has to relieve a consumer tension. There has to be a role for the brand.
Otherwise what’s the point?
As a dieter, I can’t stand deprivation, especially the indignity of extreme portion control. I yearn to enjoy a regular portion of something rewarding.
Sugar-free Jell-O satisfies you with a full cup of sweet, cool dessert for only 8 calories.
Early in life, the first car of my dreams was a Jaguar.
Jaguar “refires your desire” by recreating your childlike sense of wonder at its magic.
Life seems inundated with things bearing price tags, while I care most about the special people and experiences that give life real meaning.
MasterCard helps you savor the priceless relationship and experiences in life by taking care of the things money can buy.
Some more examplesInsight Role of Brand
One great insight is worth a thousand good ideas
– Phil Dusenberry
“In the advertising business, a good idea can inspire a great commercial. But a good insight can fuel a thousand ideas, a thousand commercials.”
You can close your eyes but you can never close your nose.
Febreze
While you sit back and enjoy your flight, your suitcase will go through hell and back.
Samsonite
Guess the Insight
Some campaigns have no insightsThey are pure entertainment / story telling or brand belief
You want to beBe curiousReadQuestionUnderstand cultures and peopleCriticize and AnalyzeStay up to date with everything and anythingBuild your knowledge base Become an encyclopedia of knowledgeHave passions outside of advertising
a planner?
